Tory Burch to develop a collection of stylish accessories for Fitbit

By Michael Johnsen

LAS VEGAS — Fitbit on Tuesday announced a relationship with Tory Burch to develop a collection of stylish accessory wristbands and necklaces for Fitbit Flex. The Tory Burch for Fitbit accessories collection will include pendants, bracelets and wristbands designed to hold the Fitbit Flex tracker, transforming the activity tracker into a chic accessory for work or weekend, day or evening.

“The fusion of fashion into technology will be an important part of the widespread adoption of wearable technologies, like Fitbit products,” said James Park, CEO of Fitbit. “From the beginning, our success has come not only from offering innovative technology, but from our attention to design, taking into consideration that one-size does not fit all — so partnering with Tory Burch makes perfect sense. We are thrilled to give our users another way to stay active and show off their style at the same time.”

First announced at the 2013 Consumer Electronics Show, the Fitbit Flex wireless activity and sleep-tracking wristband tracks steps taken, distance travelled, calories burned, active minutes and sleep, while syncing wirelessly via Bluetooth 4.0 to iOS and Android devices. Fitbit’s motivational and online tools let users support and inspire each other to lead healthier, more active lives.

The Tory Burch for Fitbit accessories collection is expected to be available in Spring 2014 through Fitbit.com and ToryBurch.com. All accessories will work with Fitbit Flex trackers, sold separately on Fitbit.com and at major retailers for $99.95.